Annual Report: The Stroke Association

The organisation moved away from a traditional annual review to something more akin to an impact report

The Stroke Association Annual Report
The Stroke Association Annual Report

Organisation: The Stroke Assoiation

Agency: kwd:perceptions

Spend: £9,875

The charity funds research into stroke prevention and treatment, and provides services for stroke patients.

Format and audience

The 40-page report is aimed at supporters and healthcare commissioners. It's published on A4 landscape paper and as a PDF.

Design and content

Last year, the association moved away from a traditional annual review to something more akin to an impact report. This approach entails lots of case studies and dramatic photography that aim to demonstrate what the charity does and why it offers value for money. It promotes the positive message that there is life after strokes. There are lots of colours - perhaps too many - but this will change when the association completes a branding review and develops some brand colours.

Costs and practicalities

Although an agency was used to design the report, all the articles were written in-house by Maggie Warburton, the editorial and publications manager. The total cost includes printing and design.

What's distinctive about it?

All the images, by a freelance photographer, are of staff and stroke patients, which adds a gritty edge to the report. A double-page spread called "2009/10 at a glance" comes immediately after the contents page and gives an easy-to-digest snapshot of the year's highlights, alongside pie charts showing income and expenditure. This is a great overview for people who don't read any further.

The Stroke Association says:

"The report is full of moving case studies and great photos. It shows the fantastic work the association has carried out despite the tough economic climate."

Design: 4
Readability: 4
Content: 4
Transparency: 3
Total: 15 out of 20

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